Strategic positioning and advertising that keeps a brand ahead of the curve
FabCom was hired to develop a comprehensive marketing, positioning, and branding strategy for a new outsourcing medical IT / business process management company being spun out of a $400MM company that now focuses primarily on science and engineering (S&E) and lab spaces.
This would be the genesis of an entirely new brand, including a new name. The name would have to deliver on the strategic positioning, not only effectively differentiating the client in their industry, but capitalizing on emerging trends to place them ahead of the curve, when it comes to relevance and the evolution of their arena, rather than back in the pack.
After a comprehensive 120-day process including input sessions with key client personnel to identify core issues and 360-degree drivers, and exhaustive primary and secondary research, and multiple layers of marketing business intelligence and creative consideration, the FabCom team presented its naming recommendation – a moniker using the acronym BPO – business process outsourcing.
At the time, the healthcare technology outsourcing market seemed to be going in various nomenclature directions including:
- HIM (Healthcare Information Management)
- HIS (Health Information Systems)
- HIT (Healthcare Information Technology)
- IT (Information Technology)
- ITO (Information Technology Outsourcing)
- ITS (Information Technology Systems)
- KPO (Knowledge Process Outsourcing)